In 1959, the Noxema Chemical Company founded CoverGirl, but it wasn’t until the swinging ’60s that the beauty giant became the megastar brand that it is today. Cybill Shepherd and Christie Brinkley were two of the first celebrity spokeswomen for CoverGirl. These days, modern beauties like Taylor Swift, Ellen DeGeneres, Queen Latifah, Rihanna, and Sofia Vergara and are repping the brand for a new generation. Even before stars really got involved, CoverGirl released some of the most cutting edge ads of the one of the most revolutionary decades in North America. Here’s a look at some of the most innovative vintage CoverGirl ads from the 1960s…

CoverGirl, 1963

CoverGirl, 1964

CoverGirl, 1966

CoverGirl, 1969

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